Promise Studios: A New Chapter for Generative AI in Hollywood

Peter Chernin's North Road and Andreessen Horowitz Invest in a New Entertainment Studio Focused on Generative AI.

The intersection of entertainment and technology has a new player: Promise Studios, an ambitious venture placing generative AI at the forefront of storytelling. Backed by industry heavyweights The North Road Company and venture capital firm Andreessen Horowitz (a16z), the studio is led by a team of seasoned creators and innovators with a shared vision of blending cutting-edge technology and traditional filmmaking expertise.

Heading the charge is George Strompolos, founder and former CEO of Fullscreen, who takes the reins as CEO. Joining him are Jamie Byrne, former head of creator partnerships at YouTube, serving as president and COO, and filmmaker Dave Clark, known for integrating AI into his projects, as chief creative officer. Together, they aim to redefine the way stories are created and consumed, with a particular focus on generative AI’s potential to enhance the creative process.

The studio has already caught the attention of major players in both Hollywood and Silicon Valley. North Road’s Peter Chernin, whose TCG fund previously invested in Fullscreen, brings a wealth of production expertise, while a16z partner Andrew Chen adds tech-world insight. The collaboration underscores a shared belief in AI’s role in shaping the future of entertainment.

Promise Studios plans to leverage this support to develop a slate of films and series created with the help of AI-driven tools. Central to this effort is MUSE, proprietary software that integrates generative AI at every stage of production. The platform aims to empower creators by streamlining workflows and expanding creative possibilities, while prioritizing the human touch in storytelling.

Strompolos emphasized this approach in a statement, describing the studio’s mission as investing in a new class of talent that merges traditional storytelling skills with advanced technical expertise. "We believe this is a transformational moment in entertainment," he said, adding that Promise is built "around the artists, the tech, and a new workflow" to unlock AI’s potential.

Peter Chernin echoed this sentiment, expressing optimism about Promise’s ability to balance innovation with creative integrity. "This team understands that prioritizing artists and creatives is the only approach as we begin to apply generative AI into the creative process," he said. "Promise has the most inventive and user-friendly model we have seen."

In an open letter on its website, Promise’s founders elaborated on their vision, emphasizing the essential role of creative professionals in AI-assisted production. "To bring great stories to life, we need great storytellers," the letter states. "Technology is the backbone, but the creative community is the heart and soul."

Promise’s launch comes at a pivotal time for the industry. The rise of generative AI has sparked both excitement and concern among entertainment professionals. Last year’s Writers Guild of America and SAG-AFTRA strikes highlighted the tensions surrounding AI’s potential impact, with demands for fair compensation and stricter regulations on its use.

Despite the challenges, Promise’s founders see an opportunity to chart a new course. With backing from North Road and a16z, both of which have a history of successful investments, the studio aims to create a sustainable model for incorporating AI into entertainment. North Road’s portfolio includes stakes in prominent production companies, while a16z’s track record spans investments in major tech firms like Airbnb and Roblox.

Promise is positioning itself as a bridge between technology and creativity, striving to elevate the role of artists while embracing AI’s capabilities. As the entertainment industry navigates its digital transformation, Promise stands as a compelling example of how innovation and artistry can coexist.